A mark for a 75-year-old agency, chosen for the people inside it.
FleishmanHillard · Associate Creative Director, on the brand team
Logo design · Concept development · Executive presentation · Template design
The challenge
FleishmanHillard was turning 75 and nobody was in the mood to celebrate, with Covid looming over everyone. The mark would go in front of every employee before it went near a client.
The work
Explored eight directions, then built the mark around a sunrise.
The corporate one was chosen first and fell flat: cold, and the wrong note for the moment. The sun comes up over the mountains, for a brighter day and some warmth. The star at the top is a north star: however chaotic things get, we find our way through.
Chose the tagline from a copywriter’s options.
A copywriter wrote several. Bold. True. One. Since 1946. was picked, and both the CEO and the Chairman landed on the same one.
Took it to the CEO, then to the Chairman.
The CEO approved it. Then the CEO, the Chief Talent Development Officer and the designer presented it to the Chairman, who had run the agency before that time.
Built the deck template it lived in.
It ran for the year, across all-staff, cabinet and SVP calls.
Where else the mark appeared. The anniversary video closes on the logo.
The same agency again, and the year I had to describe a thing precisely enough for someone else to build it.
View FleishmanHillard FHX Nexus Virtual Event